New Title Sponsor Randox, New Broadcaster ITV & Aintree Roll Out Grand National Campaigns

Ahead of the 2017 Grand National, new title sponsor Randox Health is running a nationwide multifaceted campaign, fronted by legendary jockey Sir Anthony McCoy, aimed at encouraging people to take control of their health and wellbeing.

Called #FeelLikeAP, the two-month activation programme spans video, virtual reality, digital, social channels with ads, competitions, events.

The integrated, phased campaign links to the idea that endorser McCoy spent years putting his body to the test as a 20-time Champion Jockey and has now ‘put his trust in us’ to find out how to live a longer, healthier life.

Ambassador Competition

Beginning in mid February with a McCoy fronted list-building competition revolving around a consumer call-to-action inviting viewers to become the next Randox brand ambassador.

The iconic jockey challenges consumers ‘to think about why your future health matters’.

Led by a video,

and promoted across the brand’s digital and social platforms

Who do we #love more than #mums?! Enter #FeelLikeAP & tell us why health matters to you to #win #GrandNational #tickets #iPad #oneweektogo! pic.twitter.com/WuUWU2YNlX

— Randox Health (@RandoxHealth) March 28, 2017

This strand encourages consumers and race fans to enter the competition by ‘following’ or ‘liking’ Randox Health on Facebook, Twitter or Instagram and uploading a picture and accompanying text telling the world’s greatest jockey why they want to #FeelLikeAP and enjoy a healthier future (including the campaign hashtag).

The initiative is incentivised by a set of prizes with the winner receiving ‘the world’s most advanced personalised health check’ (the Randox Health Signature Programme), an iPad Pro and tickets to the Randox Health Grand National 2018.

The winner will become the next Randox Health brand ambassador and, after undergoing the Signature Health Programme, will share their ‘journey to health’ over the next 12 months via a blog articles, photos and videos.

A sneak peek of the jockey changing rooms at @AintreeRaces! Thrilled to see our brand above our very own @AP_McCoy. #BehindTheScenes pic.twitter.com/2R5N7CGdg8

— Randox Health (@RandoxHealth) March 28, 2017

Race Related Content

The title sponsor is also running an ongoing race-related content strand – primarily across its social and digital platforms.

This ranges from racing insights and Grand National advice from McCoy,

@AP_McCoy reflects on #DontPushIt with whom he won the 2010 #GrandNational. Who will win #RHGN17? https://t.co/bzLz7q1LPP #RandoxHorseTales pic.twitter.com/KzSJ9qdmyA

— Randox Health (@RandoxHealth) March 27, 2017

It's only one week until the @randox_health #GrandNational! Sir AP McCoy won in 2010. Who do you think will win this year?

A post shared by Randox (@randoxofficial) on Apr 1, 2017 at 1:28pm PDT

to a Big Race countdown

Seven days to go until the #RandoxHealth #GrandNational! Which horse are you backing? #RHGN17 @AintreeRaces pic.twitter.com/Z4SSi93gW1

— Randox Health (@RandoxHealth) March 30, 2017

The countdown has officially started! Only 9 days to go until the @AintreeRaces #RHGN17. Who's coming? #GrandNational #FeelTheExcitement pic.twitter.com/QQrPwkpZ2d

— Randox Health (@RandoxHealth) March 28, 2017

Virtual Reality Tour

A few weeks ahead of the big race, Randox launched its #FeelLikeAp virtual reality experience.

Working in collaboration with Nokia Ozo video technology, the VR strand sees AP McCoy show how to ‘transform your future health from the comfort of your living room’ vi a virtual tour of the preventive healthcare company’s new clinic.

This virtual tour is hosted for viewing on the Randox Health hub in Aintree or by downloading the Randox Health app from the Apple or Google Play store.

‘If you’ve ever wanted a private audience with AP McCoy – this is probably as close as you’ll get!’ said Randox founder and MD Dr Peter FitzGerald.

‘Virtual reality is an amazing tool – you are able to transport people and create sensations not possible with traditional video techniques. Randox Health has always been at the forefront of innovation, and with this addition we are helping to push the boundaries within healthcare.’

‘This is the first virtual reality filming I’ve done so I had no idea how it was going to turn out. When I put the goggles on I was really impressed by the way it looked,’ commented McCoy.

‘I’m looking forward to this being launched at the Randox Health Grand National this week as it’s not been seen here before. I think VR can help illustrate what goes on in the Randox Health clinics.’

Educational Health Week Event

While on the educational event side of its Grand National activation programme is the #RandoxHealthWeek: run in partnership with the major universities in the big race’s home city: Liverpool John Moores University (@LJMU) and the University Of Liverpool (@LivUni)

Want to know more about our #RandoxHealthWeek event in partnership with @LJMU and @LivUni? Click here! https://t.co/nAXdcV7C2K pic.twitter.com/HkQvUacXms

— Randox (@RandoxOfficial) March 27, 2017

Interestingly, another recent John Moores University Grand National related partnership initiative saw it tie-up with Great British Racing for a test asking the question ‘Is a jockey fitter than a rugby player?’

The campaign, which launched with a spearhead digital/social spot on 30 March, revolves around a recent study at the university under the guidance of sports scientist Dr George Wilson comparing the physical attributes of double Grand National-winning jockey Leighton Aspell and Premiership Rugby’s record try scorer and Bristol Rugby Club player Tom Vardell.

The study put the two athletes through their paces in the form of four physically demanding challenges testing their aerobic fitness, power and isometric strength (including a VO2 Max test, a vertical power jump, a plank and a wall squat).

Activative Comment:

Northern Irish healthcare outfit Randox took over the title sponsorship rights to The Grand National from 2017 in a multi-million pound deal and becomes the big race’s fifth sponsor – replacing ginger beer brand Crabbie’s (see case study).

Randox has also signed up as the ‘official healthcare partner’ of The Jockey Club, which runs Grand National host track Aintree Racecourse.

While we admire the multi-phased approach that aims to make the most of the new sponsor’s rights over an extended period, we wonder whether the creative itself quite aligns to form a unified activation programme.

Both the Randox VR initiative and the JMU/GBR jockey/rugby player test campaigns launched in the latter half of March, in parallel with official broadcaster ITV’s own flagship promotion for the nation’s favourite race.

ITV will be hoping that its marketing, allied with those of the race’s sponsors and Aintree’s own marketing programme will boost viewers numbers and begin to repay some of the £30m it invested in buying the Jockey Clubs terrestrial broadcasting rights.

For further details of this deal and the broadcaster’s objectives see our Cheltenham Festival case study.

The main ITV campaign is also running across its own digital and social platforms as well as being amplified by Aintree itself.

Jockey Club owned Grand National host track Aintree Racecourse has been promoting its flagship race meeting across its own platforms through a digital and social videos that spans ‘Building The Fences’